With a 37% increase in traffic during March, Zappos.com posted the highest growth rate of the top 10 apparel and beauty sites, Nielsen/NetRatings reports. The number of unique visits to Zappos totaled 2.0 million, compared with 1.5 million in March 2004. Victoriassecret.com experienced the second-highest growth rate, with the number of unique visits increasing 36% to 2.9 million, up from 2.1 million in the year-earlier period.
Five sites saw traffic drop in March: Old Navy, down 21%; eBay Jewelry & Watches, down 14%; Gap, down 6%; eBay Clothing, Shoes & Accessories, down 4%; and LLBean.com, down 3%.
EBay Clothing, Shoes & Accessories led the group with 8.6 million visits, down from 9 million a year earlier, with eBay Jewelry & Watches ranking second with 4.5 million visits, down from 5.3 million in 2004. EBay Health & Beauty came in third with 3.6 million visits; followed by VictoriasSecret.com; Avon, 2.6 million, up from 2.2 million; Lands' End, 2.2 million, up from 1.9 million; Gap, 2.1 million, down from 2.2 million; Old Navy, 2 million, down from 2.6 million; Zappos; and LLBean.com,1.9 million, down from 2 million.
In the top 10 as ranked by average time per visit, Mary Kay led with 37 minutes, five seconds; followed by Avon, 33 minutes, 57 seconds; Blair.com, 20 minutes, 53 seconds; Sephora, 19 minutes, 38 seconds; Haband.com, 19 minutes, 29 seconds; Lerner Catalog, 19 minutes, 4 seconds; Lands End, 17 minutes, 3 seconds; Chadwick’s, 16 minutes, 52 seconds; Lane Bryant, 15 minutes, 23 seconds; and eBay Clothing, Shoes & Accessories, 14 minutes, 59 seconds.
Also in March, the food and beverage industry had the most online ad impression among top consumer goods industry segments, according to Nielsen's AdRelevance report. The leading consumer segments cited in the report and their number of impressions in millions:
Food & Beverage, 2,044
Print Publishing, 931.7
Apparel & Jewelry, 625.8
Personal Care, 586.9
Recreational Gear, 328.8
Home & Garden, 312.3
Automotive Supply, 240.9
Toy & Hobby, 222.3
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